Connecting an Outdated Website to Google & Launching International Online Sales

The Hidden Problem

The business was operating on a legacy BigCommerce website built between 2015 and 2018 using the outdated Blueprint framework. As digital channels evolved, the website fell behind.

• No connection to Google Search or Shopping feeds
• SEO structure so outdated the business was effectively invisible unless users searched the brand by name
• No presence on Google Marketplace
• Flatlined digital sales with zero international exposure

The business had strong product-market fit, but customers simply could not find them. Demand existed. Visibility did not.

The Practical Fix

• Upgraded the site to the Stencil framework
  Migrated the website onto BigCommerce's modern Stencil architecture for stronger mobile responsiveness, better performance, and improved SEO foundations.
• Integrated Google Search tools
  Set up and verified Google Search Console and Merchant Center, then submitted structured product feeds and sitemaps for indexing.
• Enhanced on-page SEO
  Improved metadata, applied schema markup, cleaned crawl paths, and strengthened product page structure to increase discoverability.
• Published products to Google Shopping
  Connected the catalogue directly to Google Shopping through Merchant Center with automated feed sync from BigCommerce.
• Enabled international listings
  Structured listings and feeds to support multi-country Shopping visibility and global indexing.

The Result

• 10x increase in online sales, including high-value B2B orders
• First-ever international sales, opening entirely new revenue streams
• Massive increase in organic traffic and Google Shopping visibility
• Modern, mobile-friendly site connected to real-time Google data infrastructure

Why It Mattered

This was not just a redesign. It was a digital transformation. By modernising the platform, connecting it to Google's ecosystem, and structuring product data properly, the business unlocked demand it previously had no access to.

The outcome was not just better SEO. It was commercial reach, stronger discoverability, and a scalable pathway to sell both locally and internationally.

Implementation Snapshot

1. Upgraded the legacy BigCommerce website from Blueprint to Stencil.
2. Connected the site to Google Search Console and Merchant Center.
3. Cleaned metadata, schema, and crawl structure to support indexing.
4. Published and synced the product catalogue to Google Shopping.
5. Extended listings for international visibility and first-time global sales.

Key Takeaways

• Legacy BigCommerce architecture was holding the business back.
• Migration to Stencil improved performance and search foundations.
• Google Search Console and Shopping feeds created real discoverability.
• Structured data and metadata lifted visibility across the catalogue.
• International orders were enabled for the first time.